Kargo Hizmet Sağlayıcılarında Kalitenin Tüketici Davranışına Etkisi: Bireysel Tüketici Araştırması
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Dosyalar
Tarih
2014
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Son yıllarda özellikle e-ticaretin gelişmesiyle artan sanal alışveriş, kargo firmalarının iş hacminin artmasına ve tüketici profilinin değişmesine yol açmıştır. Bu durum kargo hizmetlerini ulusal ve uluslararası oyuncularla şiddetli rekabetin yaşandığı bir sektör durumuna getirirken bu firmaların sundukları hizmetlerin kalitesinin de geçmişe kıyasla daha önemli hale gelmesine neden olmuştur. Dolayısıyla kargo hizmetlerinin kalitesinin belirlenmesi ve müşteri tatmini ile tekrar satın alma davranışı üzerindeki rolünün anlaşılması sektördeki firmalar açısından önemlidir. Literatürde hizmet kalitesi bankacılık, perakendecilik, sağlık, eğitim ve turizm gibi pek çok hizmet sektöründe araştırılmış olmasına rağmen kargo hizmet sağlayıcılarının kalitesine yönelik sınırlı sayıda çalışma mevcuttur. Bu çalışmada, kargo firmalarının hizmet kalitesi ile hizmet kalitesinin müşteri tatmini ve tekrar satın alma davranışı üzerine etkisi araştırılmıştır. Araştırmada veriler yüz yüze anket yöntemi ile toplanmıştır. Verilerin analizinde öncelikle keşifsel faktör analizi kullanılarak hizmet kalite boyutları belirlenmiştir. Oluşan boyutların doğrulanmasında doğrulayıcı faktör analizi kullanılmıştır. Araştırma hipotezlerinin sınanmasında ise yapısal eşitlik modellemesinden faydalanılmıştır. Keşifsel ve doğrulayıcı faktör analizi sonucunda kargo firmalarının hizmet kalitesinin fiziksel görünüm, güvenilirlik, yanıt verebilirlik, güvence ve empati şeklinde beş boyutlu bir yapıda olduğu belirlenmiştir. Hizmet kalitesi boyutlardan güvenilirlik ve yanıt verebilirlik boyutlarının aldığı değerler, müşterilerin genel hizmet kalitesi algılarını etkilemede fiziksel görünüm, empati ve güvence boyutlarına göre daha yüksek önemde çıkmıştır. Bu sonuçtan yola çıkarak kargo firmalarına daha iyi hizmet sunumu için hizmetlerinin planlama ve sunumu aşamalarında güvenilirlik ve yanıt verebilirlik boyutlarını öncelikli olarak göz önünde bulundurmaları önerilmiştir. Yapısal eşitlik analizi sonucunda, kargo firmalarında hizmet kalitesinin müşteri tatmini ve tekrar satın alma davranışı üzerinde doğrudan etkiye sahip olduğu belirlenmiştir. Yine analizler müşteri tatmininin hizmeti tekrar alma niyeti üzerinde etkisi bulunduğunu ortaya koymuştur. Sonuçlara göre hizmet kalitesinin artırılması müşterinin hizmeti tekrar satın almasını doğrudan etkilemektedir. Ancak analiz sonuçlarına göre hizmet kalitesinin müşterinin kargo firmasını tercih etmesinde tatmin vasıtasıyla olan etkisinden daha düşük bir etkiye sahip olduğu da belirlenmiştir. Bu noktada hizmet kalitesinin tekrar satın alma davranışına etkisinde müşteri tatmininin güçlendirici bir rolü bulunduğu söylenebilir. Çalışma ile elde edilen sonuçların kargo firmalarına, hizmet kalitesinin değerlendirilmesinde kullanabilecekleri geçerli ve güvenilir bir ölçek sunması, kalite geliştirme çabalarında temel alabilecekleri boyutları bilmeleri ve hizmet kalitesi ile müşteri tatmini ve tekrar satın alma davranışı arasındaki ilişkinin farkında olmaları yönünden katkı sağlaması beklenmektedir. Ayrıca çalışmada kargo firmalarının hizmet kalitesinin ölçümünde SERVPERF ölçeğinin geçerli ve güvenilirliğinin ortaya konmasıyla literatürdeki sınırlı bilginin geliştirilmesine de katkı sağlanacaktır.
In recent years, particularly increased on-line shopping together with proliferation of e-shopping has led to an increase in cargo firms’ business volumes and changes in customer profiles. In cargo sector there is fierce competition between national and international actors. With the increased importance of cargo firms, their services quality becomes more critical for all sides. Determining and developing the service quality of cargo firms is beneficial in terms of providing customer satisfaction and developing repurchase behavior. In literature although service quality has been examined for various service industries such as banking, retailing, health, tourism and education frequently, there are limited studies about cargo service providers. In this study, service quality of cargo firms and the impacts of service quality on customer satisfaction and repurchase behavior were examined. In this context the aims of this study are i. to determine the validity and reliability of SERVPERF scale in identifying cargo firms’ service quality ii. to determine the dimensions of cargo firms’ service quality and iii. to examine the impacts of service quality on customer satisfaction and repurchase behavior. In order to measure customer perceptions, the SERVPERF scale which has 22 variables was used. Consumer satisfaction and repurchase behavior were measured by two variables. In the survey 7 point Likert Scale was used. Data was collected through face to face interviews from Niğde University students. In the analysis, firstly, service quality dimensions were determined by using exploratory factor analysis. Then, confirmatory factor analysis was used to verify the consisting dimensions. Finally, structural equation modeling was used to test the research model. The results of the study showed that service quality of cargo firms has five dimensional structure including tangibles, reliability, responsiveness, assurance and empathy. Almost two-thirds of total variance was explained by this structure. The values of reliability and responsiveness dimensions was more important than tangibles, empathy and assurance dimensions to affect general service quality perceptions of customers. So it can be suggested to cargo firms that taking into consideration reliability and responsibility preferably during planning and serving stages of their services. Besides, the results of the study showed that service quality has important direct effects on both customer satisfaction and repurchase behavior. And also analysis revealed that there is an effect of customer satisfaction on repurchases intention. These findings showed that there was no mediating effect of customer satisfaction between service quality and repurchase behavior. In other words increasing service quality effects customer’s service repurchase directly. But according to analysis results service quality’s effect was lower than service quality’s effect by means of satisfaction. So it can be said that customer satisfaction has a strengthening role on the effect of service quality on repurchase behavior. It can be suggested to cargo firms that caring about and developing customer satisfaction in addition to service quality. The results of the study contribute providing a valid and reliable scale which can be used for service quality determination; realizing the dimensions in quality development efforts; being aware of the relationship between customer satisfaction and repurchase behavior to the cargo firms. Also the analysis results of revealing validity and reliability of SERVPERF scale to measure the service quality of cargo firms will contribute to the development of limited literature knowledge.
In recent years, particularly increased on-line shopping together with proliferation of e-shopping has led to an increase in cargo firms’ business volumes and changes in customer profiles. In cargo sector there is fierce competition between national and international actors. With the increased importance of cargo firms, their services quality becomes more critical for all sides. Determining and developing the service quality of cargo firms is beneficial in terms of providing customer satisfaction and developing repurchase behavior. In literature although service quality has been examined for various service industries such as banking, retailing, health, tourism and education frequently, there are limited studies about cargo service providers. In this study, service quality of cargo firms and the impacts of service quality on customer satisfaction and repurchase behavior were examined. In this context the aims of this study are i. to determine the validity and reliability of SERVPERF scale in identifying cargo firms’ service quality ii. to determine the dimensions of cargo firms’ service quality and iii. to examine the impacts of service quality on customer satisfaction and repurchase behavior. In order to measure customer perceptions, the SERVPERF scale which has 22 variables was used. Consumer satisfaction and repurchase behavior were measured by two variables. In the survey 7 point Likert Scale was used. Data was collected through face to face interviews from Niğde University students. In the analysis, firstly, service quality dimensions were determined by using exploratory factor analysis. Then, confirmatory factor analysis was used to verify the consisting dimensions. Finally, structural equation modeling was used to test the research model. The results of the study showed that service quality of cargo firms has five dimensional structure including tangibles, reliability, responsiveness, assurance and empathy. Almost two-thirds of total variance was explained by this structure. The values of reliability and responsiveness dimensions was more important than tangibles, empathy and assurance dimensions to affect general service quality perceptions of customers. So it can be suggested to cargo firms that taking into consideration reliability and responsibility preferably during planning and serving stages of their services. Besides, the results of the study showed that service quality has important direct effects on both customer satisfaction and repurchase behavior. And also analysis revealed that there is an effect of customer satisfaction on repurchases intention. These findings showed that there was no mediating effect of customer satisfaction between service quality and repurchase behavior. In other words increasing service quality effects customer’s service repurchase directly. But according to analysis results service quality’s effect was lower than service quality’s effect by means of satisfaction. So it can be said that customer satisfaction has a strengthening role on the effect of service quality on repurchase behavior. It can be suggested to cargo firms that caring about and developing customer satisfaction in addition to service quality. The results of the study contribute providing a valid and reliable scale which can be used for service quality determination; realizing the dimensions in quality development efforts; being aware of the relationship between customer satisfaction and repurchase behavior to the cargo firms. Also the analysis results of revealing validity and reliability of SERVPERF scale to measure the service quality of cargo firms will contribute to the development of limited literature knowledge.
Açıklama
Anahtar Kelimeler
Kargo hizmet sağlayıcıları, müşteri tatmini, tekrar satın alma davranışı, yapısal eşitlik modeli, Cargo firms, customer satisfaction, SERVPERF, repurchase behavior, structural equation modeling
Kaynak
Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
31.1
Künye
Büyükkeklik, A., Özoğlu, B., Bülbül, H., (2014). Kargo Hizmet Sağlayıcılarında Kalitenin Tüketici Davranışına Etkisi: Bireysel Tüketici Araştırması. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 31.1, 33-43.
